Have you seen Sentosa's MRT sensorial wallscapes yet?

Sentosa Development Corporation has launched a new campaign for the seventh edition of Sentosa GrillFest featuring immersive wallscapes at Dhoby Ghaut NEL and Bugis DTL MRT stations in Singapore that feature a combination of sight, scent, and sound.

Done in collaboration with GOVT Singapore, Starcom Worldwide, and Moove Media, these wallscapes depict a beachside barbeque, aimed at attracting commuters to the annual festival.

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The campaign integrates a smoky barbeque scent, created in partnership with Oo La Lab, and audio elements to simulate a beachfront dining environment, developed alongside Massive Music.

Chris Pok, divisional director of marketing and guest experiences at Sentosa Development Corporation said that the campaign seeks to highlight the unique experiences of this year's GrillFest.

"We wanted to showcase the uniqueness through a campaign that is equally novel and distinctive," Pok said. "We hope the activation will surprise and interest commuters to join us for the tasty grills on Siloso Beach."

"We saw an opportunity to create a sensorial experience that would give commuters a proper taste of all the thrills, grill, and beachside chill that they can discover at Sentosa GrillFest," added Alvina Seah, group managing director at GOVT Singapore.

Sentosa GrillFest 2024 is set for Thursdays to Sundays, from 14 November to 17 November, and will continue from 22 November to 8 December, Fridays to Sundays.

The event will include themed zones such as Fan Favourites, International Village, Brew Island, and the Dessert Hut. Additionally, a new teepee dining experience will provide a three-course dinner with premium meats and gourmet sides.

This comes shortly after Sentosa Development Corporation picked GOVT to support its creative and digital needs after concluding a pitch that began last September, according to GeBIZ documents seen by MARKETING-INTERACTIVE earlier this year. The appointment will be valid for a period of two years with the option to extend for another three years. 

At the time, it noted that it is looking for a creative and digital agency that has a strong digital-first approach, covering functions such as providing strategic counsel and advice on brand strategy, creative and digital strategy. This includes China in its scope of works.

GOVT is currently planning execution, manage client servicing, provide market intelligence, and other value-added services such as new opportunities evaluation, strategic partnerships and tie-ups with non or existing agency clients.

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